Writing Copy That Highlights Customer Benefits

I audited 100+ Amazon product listings. 79% of sellers made this rookie mistake They forgot about benefits. Benefits show the customer how the product solves their problem. Features list how the product works. The problem? Focusing only on features. Here's an example: Features: - 100% cotton - Machine washable - Available in 5 colors Benefits: - Softer than your favorite tee - Stays comfortable wash after wash - A color for every mood Do you see the difference? Customers don't care about the "what". They care about the "why". "Why should I buy this?" Answer the question with benefits. Benefits help the customer envision the product in their life. So how do you write better benefits? 1. Research the customer. - Look at reviews. - Read competitor's listings. - Ask buyers what they liked about the product. 2. Use the "6 Whys" method. - Why does the customer need the product? - Why does the customer want the product? - Why is this product better than the competition? - Why will the customer love this product? - Why will the customer recommend this product? - Why can the customer trust this product? 3. Use sensory language. - Use words to touch, see, hear, smell or taste. - Help customers visualize the product in their life. You're ready to go on and optimize your listings, comment below to let me know how it goes.

Ads that sell aren’t born, they’re built. Here’s how top copywriters do it. 💡 Great copywriting isn’t luck—it’s structure. Here are 7 timeless copywriting formulas to transform your ads into conversion machines: 1️⃣ AIDA: Attention → Interest → Desire → Action 🔑 Start strong to grab attention, build curiosity, create emotional desire, and finish with a compelling call-to-action (CTA). 💬 Example: "Struggling with slow mornings? Our coffee gives you 20 minutes back each day. That’s time for your kids, your workout, or just you. Start your day smarter—try it today!" 2️⃣ PAS: Problem → Agitation → Solution 🔑 Spotlight your customer’s pain point, intensify the discomfort, then swoop in with your solution. 💬 Example: "Can’t sleep through the night? Tossing and turning drains your energy and focus. Our mattress is clinically proven to help you sleep better—starting tonight." 3️⃣ 4Cs: Clear → Concise → Compelling → Credible 🔑 Deliver a simple, emotionally engaging, and evidence-backed message. 💬 Example: "Fast delivery. Free next-day shipping. Shop today, get it tomorrow. Rated 5 stars by 1M+ happy customers." 4️⃣ FAB: Features → Advantages → Benefits 🔑 Show what your product does, why it’s superior, and how it changes your customer’s life. 💬 Example: "Noise-canceling headphones → Blocks 95% of background noise → Enjoy focus like never before, even in the busiest spaces." 5️⃣ Before-After-Bridge 🔑 Paint the "before" struggle, highlight the "after" transformation, and position your product as the bridge to success. 💬 Example: "Before: Hours wasted planning social media content. After: Daily posts driving consistent engagement and leads. Bridge: With our AI-powered scheduler, posting is stress-free." 6️⃣ Problem-Solution Formula 🔑 Keep it ultra-simple—present the problem, then solve it. 💬 Example: "Finding healthy snacks is hard. Our organic snack box delivers guilt-free treats right to your door." 7️⃣ The “So What?” Test 🔑 Answer "Why does this matter?" until your copy resonates deeply with your audience. 💬 Example: "Feature: Waterproof jacket. So what? You stay dry. So what? You can enjoy every outdoor adventure without worry." Don’t just write ads. Create impact. Start using these formulas today. 🚀 Take Action Now: 1️⃣ Save this post to master these frameworks whenever you need. 2️⃣ Share it with your team to elevate your marketing game together. 3️⃣ Follow Tom Wanek for more strategies that turn words into results.

Pro writing tip: Many of us start with: "ABC Firm understands the importance of [insert important thing here, like project management, lean design, value engineering, etc.]" And many of us stop there. Strong writing goes further. It asks, "What is the importance?" and then revises the sentence to state that importance as a benefit to the client. We want to end with: "[important thing] results in [benefits to the client]." This approach transforms a generic statement into a compelling message. So instead of "ABC Firm understands the importance of project management," try "Effective project management at ABC Firm results in timely delivery and cost savings for our clients." This is the difference between showing the client you know what you're talking about and telling them you know what you're talking about.

The Art of Persuasive Copy Social media ads are your digital billboards—blink, and they’re gone. 1. The First Line Punch: Your opening sentence matters. Pose a question, make a bold statement, or evoke curiosity. Grab attention instantly. 2. Benefits Over Features: Highlight what users gain. Will your product save time, boost confidence, or solve a pain point? Speak their language. 3. Clear Call to Action: Don’t leave users hanging. Use actionable verbs—Shop Now, Learn More, Get Started. Make the next step crystal clear. 4. Visual Harmony: Ad copy and visuals dance together. Ensure they align seamlessly. A cohesive message boosts credibility. 5. Test and Optimize: A/B test different ad variations. Tweak headlines, descriptions, and CTAs based on performance data. Craft ad copy that resonates, converts, and leaves a lasting impression. Your audience is scrolling; make every word count.

Your prospects don’t care about you. Most sales emails fail because they’re too focused on the sender’s product, company, or pitch. You have to #EarnTheRight to ask your prospects to care about you, your product, and your company. You can’t start from email one expecting them to give a heck. ***I've gotten feedback (from SDRs) that I'm being too hard on them when I say that their prospects don't care about them. If I have to be the "bad guy" to get sellers to realize selling is not about them, I will be. The emails we write need to center on our buyers, not us.*** During my How to Write Emails That Get Replies workshop, one seller had this exact realization: “I never thought about whether I’d earned the right to ask for my prospect’s time.” 📌 We reframed their approach using the Features-Advantages-Benefits (FABs) framework: FEATURE: What is it? ADVANTAGE: How does it work? Benefit: Why does it matter to the prospect? 🫨 80% of emails don't make it past feature dropping. Top sellers often talk about advantages in their emails, but they generally stop at how those features save time & money. Only the BEST sales email copywriters take the time to explain why those advantages matter to the prospect. This is top 1% shizz. If your team takes these steps, they'll be writing top 1% emails in 2025. 👉 Here’s why this shift matters: - FABs keep the focus on the recipient. Prospects need to see what’s in it for them—not what you’re trying to sell. - Benefits build trust. By solving a real problem or addressing a clear need, you create a natural path for engagement. - It’s actionable. Writing emails this way forces reps to think about the recipient’s perspective, not just their product features. How to Write Emails that Get Replies is one of my favorite Keynote decks. I am passionate about B2B outbound sales email copy. If you'd like me to share that passion and present this topic at your SKO, email me at leslie@salesledgtm.com so we can schedule a call.

If you give your copywriter a feature and say “just make it sound good,” you’re not doing marketing... ...you’re commissioning an art project. And while the result might be good enough to put on your refrigerator, it's not good enough to put on your website. Before we write a single line of copy for a client, we make sure the core argument is already mapped out. In the context of writing feature sections, these arguments consist of 3 parts: The Feature — What is the thing? The Capability — What does the feature let a user do? The Benefit — What would using this feature/capability matter? This gives us the messaging logic. Once these elements are clear, the copywriting brief shifts from: "Make this sound cool" to "What's the best way to express this argument?" Now the copy has a spine. ——— Check out the examples of Loom, and how we might write copy for their Developer SDK. The same product feature. The same core idea. Three different ways to express it. This is what copywriting looks like when it's built on structure, not vibes.

It probably doesn't matter whether you do customer research or not... ...if all you're going to use it for is to validate the obvious value prop The obvious value prop is the one most people can think of without talking to a single customer. And it's probably the one your competitor is using in their marketing material. You won't get a gold star next to your copy that says "validated by customer research" -- The only way your research moves the needle is if it actually shows up in your copy -- if your copy is actually different Here's two techniques you can use to take it to the next level and stand out: 1) Uncover a non-obvious value prop Here's an example from when I used to market fire protection equipment: The obvious value props were protecting machines and preventing downtime (safety + productivity = save money) After talking to customers, we spotted two less obvious value props: a) Downtime could cause a machine shop to lose a customer, which means we were actually helping them protect revenue (make money!) b) Because we often sold to very busy business owners, we also addressed a psychological pain point ("I have more important things to worry about than the remote possibility of a catastrophic fire") 2) Punch up the obvious value prop with a specific detail Sometimes the obvious value prop IS valid, so you don't have to ditch it entirely Weaving in specific details will build trust by signaling to the customer that you understand their pain points from experience (not just internet research) Here we used "back up and running in as little as 45 minutes" -- which is a specific figure from a customer interview Customer research is a TON of work Don't settle for surface level intel -- keep digging to make sure the time you spend on research really pays off #b2bmarketing #messaging #copywriting

Take this typical cold email pitch: “This will save you time and trouble.” It’s generic and ineffective. Everyone says that. Now swap it for: “You shouldn’t have to hard-paste entire Excel pages into Google Sheets and then manually make adjustments one sheet at a time to determine payouts.” That’s better. Why? It’s what a customer said. It’s crispy. Prospects securely think, “You get me. What do you have?” Don’t write how you talk. Write how your customers talk. Good cold email copy isn’t written, it’s found.

If your copy sounds like it belongs in a boardroom or a bank lobby ... your buyer’s already mentally closed the tab 💤 It’s a common misstep (we've all done it once): Describing a product how the builder sees it instead of why the user needs it. You can tell it’s happened when the copy reads like this: ✨ “𝐀𝐈-𝐝𝐫𝐢𝐯𝐞𝐧 𝐜𝐚𝐬𝐡𝐟𝐥𝐨𝐰 𝐟𝐨𝐫𝐞𝐜𝐚𝐬𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐝𝐲𝐧𝐚𝐦𝐢𝐜 𝐞𝐱𝐩𝐞𝐧𝐬𝐞 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐢𝐳𝐚𝐭𝐢𝐨𝐧.” … instead of this: ✨ “𝐒𝐞𝐞 𝐲𝐨𝐮𝐫 𝐦𝐨𝐧𝐞𝐲 𝐜𝐥𝐞𝐚𝐫𝐥𝐲—𝐬𝐨 𝐲𝐨𝐮 𝐜𝐚𝐧 𝐬𝐩𝐞𝐧𝐝 𝐰𝐢𝐭𝐡 𝐜𝐨𝐧𝐟𝐢𝐝𝐞𝐧𝐜𝐞.” If your audience can shrug and ask, “So, what?” — you're stuck in feature mode. (Scroll back to the first ✨ and you’ll feel it) ✅ Feature = what it does 💡 Benefit = what it fixes, saves, or makes the person feel People aren’t waking up thinking, “𝘖𝘩, 𝘨𝘰𝘴𝘩, 𝘐 𝘩𝘰𝘱𝘦 𝘴𝘰𝘮𝘦𝘰𝘯𝘦 𝘣𝘶𝘪𝘭𝘵 𝘢 𝘣𝘦𝘵𝘵𝘦𝘳 𝘢𝘭𝘨𝘰𝘳𝘪𝘵𝘩𝘮.” They want breathing room. Less dread. More solutions. TL;DR? Good copy tells you what a product does. Great copy makes you feel what life’s like with it. —— 🧠 Want to "pick my brain"? I did it for you. The image for this post is part of 𝑇ℎ𝑒 𝐶𝑜𝑡𝑡𝑜𝑛 𝑆𝑤𝑎𝑏 𝐶𝑜𝑛𝑢𝑛𝑑𝑟𝑢𝑚, my guide to writing copy that connects *and* converts. DM me for the full PDF (it’s free!) to get clear, actionable tips on writing better.

Does Your Landing Page Answer These 5 Questions? Each one of these questions swirls around in your reader's minds when they’re presented with a new product or service. So before they leave the page to do their own research, we will answer them one by one, then go in for the sale. Question 1: Why TF should I care? We'll answer this by providing you with 3-6 benefits. Important: benefits ≠ features What is the difference between a feature and a benefit? A feature is boring. It’s a meaningless attribute of a product without any context. A Benefit describes why those features matter by explaining how they’re valuable to a customer. Question 2: How Will It Make My Life Better? We start with benefits and transition into outcomes. Yes, there’s a difference between the two. The benefits explain the usefulness of a feature. The outcomes explain how that benefit improves your customer's day-to-day life. A good framework for this section is to ask yourself, "why do other people use this product.” If an iPod lets you carry 1,000 songs. That lets me: • Save time space in my bag • Save money on CDs • Feel like I'm on the cutting edge (in 2001) To demonstrate clearly how the product or service will improve the visitor's daily life, whether it's: • saving them time, • saving money • bringing them status • improving their health Or just providing a solution to a hyper-specific problem they have. Paint the picture. Question 3: How Can I Trust You? The best social proof makes you feel that hundreds of thousands of people made this decision before you. A great example is the above picture. Some tips: • Using photos is great - people trust faces • But avoid stock photos - it has the opposite effect • Highlight powerful passages of text in bold • Or swap out a copy for vertical testimonial videos • If you're selling a service, throw in micro-case studies • And if you sell a transformation, use before and after shots Question 4: How Does This Compare To Other Products On The Market? It's naive to think customers won't shop around. They probably saw a competitor first, and you ARE the shopping around. So you may as well acknowledge the elephant in the room and call out your competition, direct or otherwise, in a way that shines a light on your best attributes. Question 5: Ok, I'm In. How Can I Get It? Now make it as easy as possible for the visitor to take action. From a design POV, you want to move out of your way here and let the customer decide if they're clicking through to the next step. Your job is to motivate the reader a little. So, remind them why they should take action today. To do this, bring back your hook from the very top of your page.